Agents use social gatherings to launch a new liqueur

When Bacardi introduced Vanille Royale, its first premium cream liqueur, it knew that getting consumers to try the product would be instrumental in its successful launch. By targeting selected Agents during the holiday season, Bacardi generated awareness and WOM for Vanille Royale and created a core group of advocates for the new liqueur.

BzzAgent targeted Agents in Minneapolis and Chicago.  Each participating Agent received a comprehensive BzzKit which included the following:

  • Rebate for a free bottle of Vanille Royale
  • 12 recipe cards to share with friends and family
  • Educational BzzGuide that included product facts, the "inside scoop" about Bacardi, and suggestions on who and where to Bzz

From there, it was up to the Agents to try the product, share it with their social networks, and report back the reactions of those they Bzzed. 

Gained Valuable Consumer Insights About Product Perception and Usage

  • Creaminess, smoothness and overall taste were key drivers of conversation and received overwhelming positive reactions
  • Usage in recipes was a secondary message often communicated by Agents 
  • Holiday timing of campaign maximized reach and impact as 60% of Agents reported Bzzing during a social gathering
  • Most popular ways of drinking Vanille Royale were straight up with ice or as a warmed mixed drink

Campaign Provided a Strong Trial Opportunity

  • The majority of Agents were unfamiliar with Vanille Royale prior to participating in the campaign
  • 94% of Agents served Vanille Royale while they were Bzzing about it
  • On average, each Agent reported that 5.1 BzzRecipients have tried Vanille Royale as a result of their Bzzing them

Positive Trial Created a Core Group of Advocates

  • 81% of Agents had a positive opinion of Vanille Royale at the end of the campaign, fueling a dramatic 100 point increase in Net Promoter® Score
  • 56% of Agents prefer to drink Vanille Royale over other cream liqueurs and 21% have made Vanille Royale their alcoholic beverage of choice

Agent Quotes

"Everyone was trying to decide if they wanted an after-dinner drink or dessert. I told them I had a solution that was the best of  both worlds, and opened a bottle of Vanille Royale. No one had ever tried it before. They were commenting on how smooth it was, and how tasty, but not overpowering.  With its smooth and enjoyable flavor, this item will be on hand next time we entertain!"

"Sunday night my book club (8 members) met at Colleen's apartment in the city for an Oscar Night party. Instead of my usual bottle of wine gift, I bought/brought a bottle of Vanille Royale for the occasion.  I told the host that a royal party deserves a "royale" drink!  Nobody had heard of VR before, so it was a great Bzzing opportunity!"